PENGARUH HARGA , KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN BURGER KING PADA MAHASISWA FE UNJ

GUMAY, ZAFAR ANDREANSYAH (2020) PENGARUH HARGA , KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN BURGER KING PADA MAHASISWA FE UNJ. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ZAFAR ANDREANSYAH GUMAY, Effect of Price, Product Quality and Promotion of Burger King Purchasing Decisions on FE UNJ Students. The purpose of this study was to determine the effect of prices, product quality and promotion on fast food purchasing decisions on FE UNJ students. This research was conducted at the Faculty of Economics, Jakarta State University, for 7 months from January to July 2020. The research method that the researchers used was a survey method with a correlational approach, the population used were all female students of the Faculty of Economics, Jakarta State University. The sampling technique used was Purposive Sampling technique with 132 people. The resulting regression equation is Y = 4.318 + 0.324 X1 + 0.308 X2 + 0.320 X3. Test requirements analysis is the normality test with the Kolmogorov-Smimov test with a significance level (α) = 5% or 0.05 and produces a significant level of Y value of 0.200, X1 of value of 0.200, X2 of value of 0.200 and X3 of 0.087 because of the third significance level these variables> 0.05, it can be concluded that the data are normally distributed and can be used in further analysis. Linearity regression test of Y for X1 and Y for X2 produces a significance value in Linearity, which is 0,000 <0.05, so it can be concluded that it has a linear effect. Next, a t test was carried out and Y was produced over X1 tcount = 3,730 and ttable = 1.65685 and Y over X2 tcount = 2.667 and ttable = 1.65685 and Y over X3 tcount = 3.001 and ttable = 1.65685. Correlation coefficient between the price variable (X1) to the purchase decision (Y) of 0.410 and the correlation coefficient between the product quality variable (X2) to the purchase decision (Y) of 0.365 and the correlation coefficient of the promotion variable (X3) to the purchase decision of 0.390 . So, there is a positive and significant effect between price on purchasing decisions, a positive and significant effect between product quality on purchasing decisions and a positive and significant effect between promotions on purchasing decisions. Thus, it can be concluded that there is a positive and significant influence between price, product quality and promotion on purchasing decisions. The coefficient of determination of Y over X1 was obtained at 0.168, indicating that 16.8% of the purchase decision variable was determined by the halal label. Meanwhile, the remaining 83.2% is influenced by other factors. And the coefficient of determination of Y over X2 obtained by 0.133 which shows that 13.3% of the purchase decision variable is determined by price. Meanwhile, the remaining 86.7% is influenced by other factors. As well as the coefficient of determination Y over X3 obtained by 0.152 which shows that 15.2% of the purchase decision variable is determined by promotion. Meanwhile, the remaining 84.8% is influenced by other factors. Keywords: Purchase Decision, Price, product quality, promotion

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